White Paper + Humor = Low Credibility
Have you ever wondered why you never see a white paper starting off with a joke? Or perhaps one that includes a cartoon on the cover? Maybe even a off-colored analogy? The reason is credibility.
White papers are serious business documents, read by serious professionals for the purpose of making serious multi-million dollar business decisions. The addition of jokes, humor, and cartoons not only detracts from the credibility of the content, but also diminishes the author’s own credibility in the process.
The blog site Dr. Z’s Leadership Institute seems to have missed this bit of advise when they decided to publish their post entitled, “The Shortest and Most Powerful White Paper on Leadership Ever Written”.
The post which has an effective build up for the paper and a provocative title, prompts the reader to eagerly download the document. When one does, they find a one-page white paper that includes the following simple message:
Executive Summary:
Leadership in ineffableFull Text of White Paper:
Leadership resides in the space between the notes
Very funny. Ha-Ha.
Now I’m no “stick-in-the-mud” when it comes to humor. But there is a place for everything. The problem with this post is that it will diminish the blogger’s credibility when it comes time for him to write and post a serious white paper with something more than one page.
Just like fable of chicken little that cried that “sky was falling”, the frequent use of humor in a white paper will eventually erode one’s credibility for more serious issues.
So save the humor for your favorite political blog. White papers and business have no room for humor if you want to be taken seriously by serious business people.
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July 24th, 2007 at 3:25 pm
Yikes, this feels like a Burgundian attack.
Dr. Z strives to be incredible not credible so mission accomplished. He has no desire to be taken seriously by serious business people, serioulsy. Next time Dr. Z will write a Smiley Yellow Paper (seriously) to avoid the confusion.
By the way, Dr. Z more resembles Don Quixote than a legitimate learning organization and with his credentials based on a WD-40 fan club certificate I believe whatever credibility he had was gone long before this white paper.
Just remember, those who laugh, last!
Take care and carry on caring.
David
July 24th, 2007 at 3:28 pm
Addendum: Dr. Z.’s spelling was not so good, and he lost his first post because he made an addition error that was required on the “leave a reply.” Maybe he will leave white papers to others far more skilled them himself.
July 25th, 2007 at 6:51 am
The wisest decision yet, Dr. Z!
July 25th, 2007 at 7:30 am
Now if I could just learn to spell and add. So much for multitasking. Perhaps Dr. Z. will be the master of the Yellow Paper. White on Jonathan.